‘Sustainable hype’: One CMO’s playbook for sports sponsorships
Molly InnesJoining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
Joining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
Formula E’s CEO Jeff Dodds has an “always on” approach to restructuring, as it appoints Manchester United’s former top marketer Ellie Norman as its new CMO.
Under its new marketing leadership Formula E is looking to grow from a “plucky startup” into a global brand, explains the sport’s CEO Jeff Dodds.
Marketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
The overall effectiveness of Euros-themed ads in the UK has risen since the last tournament, says effectiveness firm System1.
Brands need to be bolder and stop only focusing on the negatives of the female experience when it comes to women’s sport marketing.
From embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.
As brands ramp up their marketing plans ahead of next month’s Paris Games, the International Olympic Committee hopes its new platform will “resonate” with younger fans.
Attracting new, younger global audiences from different demographics is a priority for the tennis championship, explains marketing director Usama Al-Qassab.
Women’s Aid is looking to raise awareness of the “epidemic of domestic abuse” ahead of the general election, with its ‘No More Years of Hurt’ Euros campaign.
Despite all the noise brands are making around women’s sport, too few are putting their money where their mouth is and really backing female athletes and teams.
Ahead of the launch of the Euros this evening, ‘No More Injury Time’ from the National Centre for Domestic Violence and Solace, aims to draw attention to the 38% rise in abuse when the England men’s football team loses a tournament.
Long associated with rugby via its Six Nations tie-up, Guinness has inked its first global partnership in football.
Manchester City’s partnerships lead claims “credibility, longevity and proof of investment” is crucial for brands moving into women’s sport.
From ambush brands getting creative around the fringes to official partners making the most of their rights, this summer it’s all to play for.